An Instagram photo of the Facebook website app is seen on an Apple iPhone. / Justin Sullivan, Getty Images

by Scott Martin, USA TODAY

by Scott Martin, USA TODAY

SAN FRANCISCO -- Instagram on Friday began running its first advertisements, testing people's tolerance for such photos in the mix.

Fashion brand Michael Kors began running an advertisement for a watch that was pushed into member's feeds. Early reactions in comments were mixed but most leaned toward negative.

"Seriously!!! I don't want ads in my feed!!!, wrote nightbeforedawn in comments to the advertisement.

Ads on Instagram will be distinguishable by a "sponsored" label where the time stamp normally is seen, according to Instagram. For those who don't like an ad they see, they can tap the "..." area below the image to hide it to provide feedback about what they don't like.

More ads will follow in coming weeks. Instagram is finalizing plans with various brands, likely to come from those whose Instagram presence is already significant. Michael Kors has a big Instagram presence with some 1.3 million followers and over 700 posts.

Evercore Partners estimates that Instagram ads could haul in $340 million in revenue for Facebook by 2014.